Heard in the trenches in Public Affairs land in Brussels:
“I’m on Twitter, but no one is following me”.
“I have a site (or blog) but I don’t get any traffic”.
“I spend loads on advertising but people leave my site as soon as they get there”.
And so forth.
The fact of the matter is that doing one thing without the other doesn’t work.
You may produce good content, but you need to market it to drive traffic. You may be active on Twitter within the right community, but you need to lead to good content. You may market to the right audiences locally but there’s no use if what you drive them to is dull and/or irrelevent.
In short, you need to hit the sweet-spot in the middle. Hardly rocket-science, but worth re-iterating.